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By John McCarthy, Opinion Editor

September 12, 2016 | 2 min read

Lucozade Sport has undergone a brand realignment courtesy of Grey London as it looks to encourage the public to be more active.

It has set its self the ambitious goal of getting one million people in the UK moving more with regular excercise by 2020 as part of the 'Made to Move' campaign.

On Monday evening (12 September) the new slot will air on Channel 4 at 10.10 during during a special episode of the panel show ‘The Last Leg’, broadcasting live from the Paralympics.

Dominic Goldman, executive creative director at Grey London, said the brand should "try to entertain or be in some way useful to consumers".

He continued: "This spot for Lucozade Sport is intended to do the former, while also encouraging people to get off the sofa and exercise. The biggest workout class on one of the biggest estates in London. From the director of photography of Batman Begins and Inception comes this inclusive, populist and very British take on a sports ad.”

Steven Hind, head of marketing at Lucozade Sport, added: “We strongly believe that leading a more active lifestyle is key to a healthier, happier and more fulfilling life.

"The work that we’ve created with Grey to launch this idea is a positive, inclusive and modern interpretation of the world of fitness today and we are really excited about the potential for this campaign to inspire a nation to move more and progress.”

The campaign from Grey, Mediacom and DOOH, will see bus stops task a fitness trainer, via a two-way live digital screen, with leading classes from Zumba to boxercise.

Advertising Lucozade

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Grey London

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